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Volkswagen showroom launches IPL edition cars in Chennai

TVS Sundaram Motors, the dealer of Volkswagen cars, gave the mandate to Geo & Nobi's experiential marketing division to conceptualise and create a cricket-themed environment for the Volkswagen showroom where the IPL edition cars were launched. The promotion of the IPL edition cars began on April 3 at Mount Road in Chennai and will go on until IPL ends.

Commenting on the event, Neeraj Garg, Director, Passenger Cars, Volkswagen Group Sales India, said: "Brand recall is still a challenge for Volkswagen in India. We hope the IPL will help us reach more people and improve our brand recall."

Geo & Nobi has created a miniature replica of a cricket stadium with cricket accessories including bats, balls, helmets and stumps at the Volkswagen showroom. The miniature stadium is designed with a set of 3D models of audience and players, along with working flood lights. Additionally, Volkswagen will receive brand visibility in TV spots, stadium branding, showroom visual merchandising and out-of-home advertising during IPL-5.

Talking about the initiative, Shashikant Pushpakar, Senior Manager - Experiential Marketing, Geo & Nobi, said: "The brief given to us was to create an experience that would help establish brand connect with its consumers. We engage approximately 50 people per day through this activity. We have also taken up the activation in two more showrooms in Chennai. We have been associated with TVS Sundaram Motors through a pitch process."

The event and promotion was conceptualised and created by Geo & Nobi’s experiential marketing division.